Coca-Cola Ad Analysis

Purpose / Subject

The purpose to is sell a product; Coca-Cola. It achieves this goal by filling the screen with IMAGES of the brand and the product itself. The product has a good reputation and is a very well-liked soda by a large population. The ad endorses the reputation by including "sharing" as the main subject. Sharing is caring which is a positive feeling to associate with the brand.

Audience

Drawing clues from the ad itself, it appears that the audience of the ad is everyone! The ad appeals to values such as sharing, caring, family, love, and all happy feelings. It conveys these values by implementing the word "sharing" and by adding all of the bottles with different names and different sizes. This gives the impression quickly that this product is for anyone and everyone. The ad does appropriately target the intended readers once again because the intended audience is the general population, those who drink soda. This ad is inviting to anyone who sees it.

Producers

The brand, Coke, made the ad. This is clear by the branding throughout the ad. There is not any factual information about the company itself but it is easy to tell because it is a very well-known company. The company has a positive reputation and is widely known. This ad endorses their reputation well.

Appeals

The primary appeal in this ad is pathos. Mentioning family and friends, and the act of sharing which is caring bring about positive emotions to viewers. If I had to choose a secondary appeal for this ad, it would be ethos. The multiple mentions of the true brand "Coca-Cola" brings credibility to the add since it is so well-known and loved. If the copyright logo wasn't on it, people may not trust it. Each of these appeals are very effective and they are ethical. There is a great amount of emotion and credibility in this ad without being overwhelming or tricky in any way.

Visual Rhetoric

• Visually, the ad represents itself positively through clear images and bright colors that reflect the brand itself. Photos and text are the primary strategy here.
• The fonts in the ad work to enforce the branding and the pathos. They use the fonts of the brand itself which are curvy and fun, creating the idea that it is a fun brand and product.
• The colors in play are also colors of the brand (brown and red). Red is Coca-Cola's main color on all of their products and a certain golden brown is the color of the product itself. They are very bright and bold, on a white background which leaves no room for misinterpretation of what the ad is about. The colors are very appealing aesthetically, the combination of red and brown as well as the contrast against the large white background.
• The images in the ad are striking and draw attention. The way they provoke emotion and movement helps; if they were just still bottles of Coke in a line, it might not be as easy and fun to look at. They grow in size and this adds to the theme that the product is for people of all shapes and sizes. Their purpose is not only to draw attention but to enforce the concept, and promote the product through education of what it is. This strategy does fit in with the purpose of the ad and the target audience. The goal is to get as many consumers as possible, picking these images, all differing in size and action but similar in general helps achieve this goal.